One of the most common questions we hear from business owners is, “What should I write on my website to make people buy from me?”
It’s a great question, and one that has nothing to do with clever slogans or buzzwords.
Most websites fail not because of design but because the words don’t connect. They talk about the business instead of the target audience.
If your content sounds more like “we, our, us” than “you, your,” that’s the first sign your message is off target.
Here’s how to fix it:
1. Focus on your customer, not your company
Instead of listing your achievements, explain how you solve real problems. Replace “we” with “you” wherever possible.
2. Talk about problems, not features
Your audience doesn’t care that your product is 20% smaller, they care that it saves space or removes a daily frustration. Always connect the feature to a benefit.
3. Use real customer stories
Testimonials and case studies outperform company claims every time. They build credibility and trust quickly.
4. Be specific
“Save time” is vague. “Cut admin from 5 hours to 30 minutes each week” is persuasive. Specific results sell.
5. Address objections head-on
Think about what stops people from buying, such as price, trust, or uncertainty, and answer those concerns directly in your content.
6. Make it easy to scan
Most visitors skim before they read. Use headings, short paragraphs, and bullet points so your content is easy to digest.
Quick homepage test
Look at your homepage and count how many times you say “we” versus “you.”If “you” wins, you’re on the right track. If not, start rewriting with your customer in mind.
Because in the end, your website isn’t for you, it’s for them.
